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Goodbye billable hour, it's time to sell your outcomes not your inputs

Are you a professional services business? A lawyer? An accountant? An architect? An engineer?  It’s time to shake things up. 2016 has, for me, been the year when the billable hour has died. It’s the year that my entire view on selling has shifted and it all comes down to something so simple… What do people want?

Well, people want results. People want products. These are outcomes.

Most of the time, they don’t give that much care or consideration to how these results or outputs were obtained. They don’t care how long they took, who was involved or what systems were used. These things are all inputs.

So why have we been selling our inputs instead of our outcomes?

I read a fantastic article on LinkedIn that went into the science of the death of the billable hour, so I thought I'd break it down into something more practical for my readers. 

When I worked in a marketing agency a few years ago, our fee proposals had a final cost breakdown and it was outlined as this.

 

Junior Marketing Consultant – 10 hours - $100 = $1,000 + GST

Senior Marketing Consultant – 10 hours - $200 = $2,000 + GST

 

Our clients and potential clients knew how many of our hours, our inputs, they were getting but they didn’t have a clear picture of exactly what outcomes they were getting. It was somewhere in the initial preamble but in essence, that structure made it difficult to buy from us. Why? Because they weren’t clear about what they were buying.

These days, a standard fee proposal from myself will look something like this…

 

Stage One: Marketing Plan = $1,000 + GST

Stage Two: Newsletter template = $500 + GST

Stage Three: Monthly newsletter content = $500 + GST

 

When a client reads that, they know exactly what they’re getting. They know exactly what they’re getting for their dollar spend. They know the expected outcomes.

So when you know what you’re getting, if it’s priced correctly and if there’s a strong relationship between yourself and the client, it’s pretty hard for them to say no and that makes selling your services easy!

Don’t believe me? Let’s look at another business who has done a great job of selling outcomes, not inputs. H&R Block Tax Accountants.

They’ve been running for over 60 years and have completed more than 650 million tax returns worldwide! That’s a pretty amazing feat and one they’ve worked hard for. But as someone who used them in the past, I can tell you exactly why I hired them for my tax accounting. Because they sold me an outcome, not and input. Their marketing didn’t say, “Buy us! We’re only $80 + GST per hour!” it said, “A Tax Return for $80 + GST? That’s what you get when you work with us!”

It’s that simple messaging, just simply selling an outcome, not and input that made it so easy to say yes to them.

So when you’re rethinking your 2017 marketing and selling strategies, think about what outcomes you actually give your clients and focus on selling those, not your inputs. 

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Make Email Marketing Your Most Powerful Tool in 2017

We’re just around the corner from the new year and that means we’re all busy, busy, busy. But as I tell all my clients, now is when you should be planning for next year. Why? Because you hit the year running with a killer plan. It means you’re inspired, motivated and super enthused when you start that first day back.

Did you know McKinsey Research found that email is 40 times more effective than Facebook when it comes to acquiring new customers? Probably not. And that’s ok! I didn’t until a few days ago, which is why I’ve written this. So how can we make it more powerful for your business in 2017?

 

GROW YOUR DATABASE  

This is what you look after, nurture and care for. You grow it, make it bigger, extend it and make it stronger. Every time you have an enquiry, make sure they go on your list. Every time you meet someone and exchange business cards, make sure they go on your list. If you’re brave enough, create an automatic pop-up that appears every time someone visits your website so you capture people right away and if not, make sure the subscribe box is above the line on your website. Offer an incentive for people to subscribe to your mailing list like a discount code, an offer or a free e-book. Capture as many people as you can straight away and the hard part is done.

 

GIVE THEM SOMETHING THEY WANT TO READ

We’re all  very time poor and often, I’ll scan through emails in the morning looking for actionable ones and completely overlook the subscription based ones, unless they get me in or I know they’re a good read. Give your readers interesting, value based content. Click here to find out how make your content better and follow the steps to do it! You’ll find that once people know what to expect from you, if they like it, they will become the most loyal openers ever and your messages will actually be heard.

 

MAKE IT AN EASY READ

Design is everything. We want to get everything we can from life in the shortest amount of time. That is why breaking things up into easily readable sections is so powerful. Include bite-sized tid bits of value in a side bar with clear, concise headings. Think; ‘What we’re loving’, ‘health tip of the month’, ‘events you need to know about’. It’s simple, compelling and easy to understand. When you write the newsletter, make the take aways clear by using bullet points, pull quotes and summaries. If you’re doing a discount or offer, make it graphic, bold and easily understood. Just whatever you do, make sure it follows your brand guidelines.

 

MAKE IT REGULAR

As humans, we are creatures of habit. It’s why we, generally speaking, love routine. By keeping a strong commitment to email frequency you’re communicating with people in a way they intrinsically love. Keep it regular, but manageable. If you’re not sure how often you should be sending emails, do some testing. Try once a fortnight or once a month and see how people respond. If you have content that can easily be updated, refreshed and changed, then even consider weekly. Just make sure that once you’ve found a frequency – you stick to it.

 

 

And that’s really it! We could speak a lot about segmenting and doing targeted emailing, but that gets down into the nitty-gritty stuff and is quite complex. If you’d like to learn more about that then book in for a FREE one-hour consultation with me.

I hope that gives you a bit of inspiration to kick start your email marketing in 2017 and remember I’m always here to help! 

Doing lots of marketing but not getting results? Here’s what you need to do…

This week I’ve been working with two wonderful businesses, both of which have a LOT of things going on in their marketing teams, but for some reason their marketing just doesn’t seem to be successful in delivering results. 

Why? It doesn’t make a lot of sense to the teams - they have ads all over the place across the radio, TV and news websites, they have social media sponsored posts, they have newsletters going out weekly. So why aren’t they converting to results? 

After some of investigation it’s clear that while lots is happening, it’s not targeted. They’re talking about selling but they aren’t sending the right messages. What they are saying isn’t really being communicated to the right people. The branding isn’t consistent and the channels aren’t really the best fit for the customer. 

A staggering 80% of businesses believe that their lead generation efforts are only slightly effective. So that means that there’s a lot of you reading this right now who are in the same boat as those two clients. 

But if you’re feeling the marketing chaos, stop worrying - because I have a solution for you! It’s time to take stock of what’s happening and conduct a marketing audit. It sounds both fun and boring… marketing - yay! auditing - nay. But it’s something that can solve your problems and realign your marketing activities without going into too much heavy marketing strategy. 

So here’s what you need to do! 

 

Step One: Make a list of all the marketing activities you’re currently doing. 

Blogs, newsletters, advertising and the rest. Put it into a spreadsheet and make the columns; (header) activity name, activity type, activity frequency, activity audience, activity message, activity measurement type, cost per month. Fill in the details. Once this is done, save it and put it aside. 

 

Step Two: Go back to the marketing basics. 

In a simple word document, or on a sheet of paper, answer the below questions. Sometimes doing this exercise out of the office can really help to keep the mind clear and the answers from the business heart. 

  • Who is your target market (be specific)? 
  • What media does your target market use? 
  • How does your target market communicate? 
  • What is your key message? 
  • What is your monthly marketing budget? 

 

Step Three: The information is prepped - now it’s time to conduct the audit! 

Pull out the spreadsheet and against each marketing activity, you’re going to rate it against the above marketing principals. Consider the marketing activity, consider the question. if it aligns (YES), give it 2 points. If it doesn’t (NO), give it 0. For example, the below image shows one line of my marketing list. 

 

 

Now, I’m going to look at it and ask myself the following questions. Each YES answer is 2 points, each NO answer is 0. Does it reach my target market? NO.  Does it use a media my target market use? YES. Is it communicated in a way that my target market communicates? YES. Does it effectively communicate my key message? YES. Does it fit in my monthly budget? YES. 

So all up, my result is 8/10. 

Anything that comes in 6/10 and higher, keep in the spreadsheet. 

Anything that comes below 6/10, delete the line. 

 

 

Step Four: Adjust those good marketing activities so they become great! 

Anything that came in with a score of 6/10 or over needs some changes to make it more effective. Now that you’ve got rid of the unhelpful activity, review each remaining marketing activity and look at what you answered NO to - the things that received a score of 0. Look at how you can make them more effective, change them so they communicate the right thing, to the right people, in the right way. Focus on doing these things, better for some time and you’ll start to see results. 

Then, after you’ve streamlined things and are making incredible progress, it’s time to add some more activities to your marketing schedule - but make sure they get a 10/10 when you do an audit during planning, otherwise you’ll be back in the same rut! 

 

If that all sounded too hard, the good news is that conducting marketing audits and providing reporting with full recommendations and action plans is one of my services! So if you think you could use a fixed-fee marketing audit to help you reconsider what is going on, get in touch with me by clicking here.

Make content your most successful marketing tactic in three steps

About eight years ago, digital advertising was probably the most talked about marketing tactic. It was new, flash and sexy and it made brands fall over backwards for marketing executives. The only problem is that when the average person cottoned on to the fact what they were seeing was highly targeted responsive advertising, they didn’t like that privacy intrusion. The answer? Ad blockers. Over 200 million people were using ad blockers on their browsers in 2015 so suddenly digital display became much less successful. 

It seems quite tragic, but the good news is that this caused a better type of marketing to be explored - one that has proven to have far more significant results. Content marketing. Content marketing is just that - content. The only catch is it should be valuable. Valuable to the reader and valuable to building your brand. It costs far less than outbound marketing (62% less, in fact) but generates over three times the leads. By sharing things that people find value in for free, you’re creating trust with potential clients without actually working with them. When they have a need for your services or products, you’ll be front of mind, they’ll already have trust in your ability and a relationship has already begun. 

A content marketing strategy is relatively simple. What do you want to say? Who do you want to say it to? Why do you want to say it? How often can you say it? How do you make sure people read it? 

Once you’ve answered those questions, it’s easy to kick your content marketing off. But then small business owners often run into a couple of complications… Where do they get inspiration? How do you know if it’s valuable? How can you make people actually read it? 

So today we’re going to kick those complications and make content marketing your most successful marketing tactic - just follow these three steps! 

 

Your biggest inspiration source is in front of you…

If you’re creating content regularly, it can be hard to stay inspired and know what to share next. but if you’re running a business there’s likely to be an untapped inspiration base right in front of you… Your clients and customers! Listen to their feedback, write down their problems, queries or questions and use this to create content - simple! This blog is coming directly from a discussion with one of my clients who wasn't sure how or where to start blogging but knew they wanted to! Listen to what your clients want to know and answer it. 

 

The failsafe way to making content actually valuable… 

What people perceive as ‘valuable’ varies from person to person, but here’s a tip for you. If you can do one of the three below things with your content - it will always be perceived as valuable. 

  • Make the reader feel something positive (give them something to stir emotion be it happiness, nostalgia, inspired, motivated, enthused) this is why quotes and feel good Friday posts are so successful! 
  • Educate the reader and teach them something new that they can go away and use. For a makeup business, teach them a new technique, for a real estate business, give them home improvement or beautification advice. Right now I’m giving marketing advice to teach you (my readers!) something new that you can use.
  • Engage them. If you make the reader respond or take action, you’re changing the dynamic from a monologue to dialogue. It’s one of the most valuable aspect of branding - you make people feel like they can have a say and be heard and they’ll become your most loyal customers. 

 

Get your content out there in front of the people you want to see it… 

Don’t just post a blog and walk away from it. Share it on social media from your business pages and your personal pages - this showcases your expertise and builds your personal brand. Send it to your database, if you’re blogging weekly and don’t want to email too much, send a monthly emailer or send it as a personal email with a simple link to your contacts who you know can benefit from the information. If you’ve got the budget, then promote it on social media and select your targeting carefully to match it to your ideal client. On social media use the right blurbs - make them engaging and interesting without being ‘click bait’ - you wouldn’t believe it but Facebook knows when something has a click bait title and actually changes the algorithm to prevent people from seeing it! 

 

And there you have it - three steps to insanely successful content marketing. Give them a go and tell me, what are your biggest marketing problems? What would you like to know?

Christmas Marketing Made Simple!

I can’t believe it, Christmas is just around the corner. We’re inside the three month mark and even though David Jones has had decorations out for over two months, I just can’t quite believe we’re here already. 

For some businesses, mainly retail, Christmas means busy busy busy. For others, like professional services, it means it’s time for a bit of a slow break. Which category do you fall into? Guess what? I’m not really fussed - because there’s huge benefits to doing Christmas Marketing properly for any business! 

Proper Christmas Marketing is planned well in advance and is themed. What it is not, is a rushed emailer sent out at 4pm on Christmas Eve. 

If you’re a business who is busy, it’s so beneficial to get ahead and set up your Christmas Marketing early because it means it all happens seamlessly while you get busy. And, if you do the right things, it can also increase your Christmas Sales. 

If you’re a business who is quiet, it’s beneficial to do Christmas Marketing because it gives you a point of non-sales driven contact. A chance to reconnect and do engage clients in a positive way outside of business transactions. 

So regardless of which business you fall under, here’s what should be on your radar! 

1. Decide your Christmas Theme

This is the image, the sentiment, the greeting that you want to use consistently across all marketing. Are you using a Santa Hat and Merry Christmas? Are you using a branded present icon and Happy Holidays? This is the first step, because once you’ve decided this, the rest is easy! 

2. Custom Christmas Cards

If you don’t have a big Christmas Card list, buying a few stylish ones from the store is perfect. If it’s any more than 50, custom Christmas Cards are the way to go. These need to be ordered by the end of October because printers are busy and they still need to be written and addresses! So start planning the design and getting quotes in October. I recommend sending Christmas Cards to all clients, referrers, business supporters, local businesses around yours and anyone else you feel is of significance. 

3. Christmas Gifts

Clients gifts are typically a tricky area. How much do you spend per client? I have a rule of thumb, 5% of the total that every client has spent. It’s best to organise your clients gifts at the beginning of November (or at least plan them!) so they can be delivered with a Christmas card in the second week of December. 

4. Christmas Event

Christmas events like a VIP shopping night, a meet and greet, Christmas drinks or a family day are a great way to bring in last minute sales or engage with your clients. Plan any transaction based events for late November so potential shoppers can get in early and if you’re planning on a casual event, early December is fine. Just be wary of school holidays and end of year school events. make sure you plan for it at the end of October and get invitations out more than three weeks in advance - you want to get in early as there’s lots on in the Christmas lead up! 

5. Christmas Footer

Set up your Christmas email footer for all staff emails. This should be easy as you’ve already decided on the theme! A jpg works well and can easily be copied and pasted into emails. It’s appropriate to put it up anytime after 1 December. Make sure you include you office closing hours somewhere, too. This positions your brand nicely. 

6. Christmas Emailer

Regardless of whether people have received a personalised Christmas card, it’s important to reach out to your entire network. This gives you a chance to wish them well, celebrate and advertise the successes throughout the year, remind them of any office opening and closing dates and reestablish connection - which is highly valuable if you haven’t in some time. Send it two days before your office closes down for the year so any replies can be responded to. 

7. Christmas Social Media Posts

Christmas gives us a chance to be creative, fun and festive with our social media posts. Take your Christmas theme and design a template in Canva then fill it with fun content. Some great ideas are to run a 12 days of Christmas promotion that could give people a discount or special offer for purchases on that day, celebrate a client each day or share valuable Christmas ‘to-dos’. Don’t forget to schedule a Merry Christmas message nice and early on Christmas Day too. 

Remember, if you get in now and plan ahead things will run smoothly and you'll make the most of the opportunities ahead! 

Five steps to social media optimisation!

Over the last week, about three companies that I subscribe to have sent emails about Social Media Optimisation. They position it as something that business owners and leaders should be almost afraid of - it’s big, scary and mighty complex. But is it really? No. It's quite simple for small business owners to manage it themselves, if they have the right tools. 

Social Media Optimisation has a few different perceived meanings. But the way I see it, it means, ‘using a range of social media platforms in the most effective, integrated way to achieve a business goal or objective.’

The goal could be to create brand awareness, direct more traffic to the website, sell a product or create leads - but it all works in the same way. So how can business leaders and entrepreneurs use achieve social media optimisation simply? Follow this guide and you’ll find out! 

 

Step One: Select your social media platforms wisely

Twitter, Facebook, Instagram, Google+, Pinterest, Vine, Youtube, Snapchat, Flickr, Instagram, Foursquare, Goodreads, LinkedIn and the list goes on! Selecting your social media sites is simple - work out where your ideal clients are hanging out online and make those your priority. If you’re not sure what they use, the information is pretty widely available. This great article from Sprout Social can help. 

 

Step Two: Brand yourself consistently

Make your handle or username the same across all platforms. Make your social logo the same across all platforms. For example a business I’m involved in, Langano Business Strategists use “Langano Business Strategists” for all of their social media names and only have their icon as the image, not the full logo. It’s a variation of the logo, but it’s consistent across everything. Make sure that your messaging is consistent across the platforms so if you want to position yourself as an industry thought leader, make sure your messages reflect this. If you want to position yourself as a fun, exciting brand, change your tone to reflect this. Image styling is also important and we’ll cover that in detail one day soon, but for now just make sure that you use something like www.canva.com to overlay your logo in the corner of images. 

 

Step Three: Make yourself searchable

Different platforms use different things to make themselves searchable on social media. Hashtags, key words and categories. The good news is that it’s relatively easy to use these. Think about your elevator pitch - what are the key words throughout it? Those words plus perhaps one location relevant word are what you should be using in hashtags and keywords. For example, Langano Business Strategists use #financialmanagement #leadership #business #strategy #businessgrowth #entrepreneurs #brisbane 

 

Step Four: Don’t settle for OK content, make it great instead

When you think about what you want to share publicly, make that content great. Make it empowering, inspiring, educational, informative and motivating. A way to measure a content ideas is to ask yourself does the content do one of three things;

  • Make the reader feel something
  • Teach them something new and useful
  • Provoke thought and create discussion

 

Step Five: Manage it well

Whoever is in charge of social media optimisation, be it yourself or someone else, can do a few things to make it a much simpler process. Start by allocating time each week to social media. This means it’s done once a week and is automated throughout the rest of the week. Tools like Hootsuite and Latergram can make scheduling your posts across all platforms very streamlined. It also pulls in analytics from each platform and presents them very nicely for you so measuring progress is a breeze. 

 

So with five simple and easy to do steps, social media optimisation is very achievable and something every business using social media should do! 

If you need some help organising your social media, you can download my printable social media planner by clicking here.

Making Marketing Manageable: Get it all done in just four hours a week!

Too many small business owners look at the concept of marketing and think, ‘I’ll get to that next week’ or ‘it’s not high priority right now’. To business owners, do it yourself marketing seems like a large, difficult and complex task. The problem with this outlook is that without regular and consistent marketing activities, the business will remain quiet and it won't grow. . 

If you’re one of those business owners then there’s some great news for you. With just four hours every week, you can cover all of your marketing bases for very little spend. With just four hours out of your week, your business will grow and thrive.

How, you say? Well it’s simple.

Firstly, allocate four hours. I prefer the start of the week and I always think Monday mornings are best – then the work is out of the way and you don’t have to think about it again all week. Secondly, do the below five tasks and once you’re finished them, your marketing is all done!

 

1.       NETWORKING: Book three appointments to catch up with people for coffee (30 minutes)

When our lives are driven by electronic communication and social media, taking the time to catch up with people face-to-face can give you some of the biggest returns for relatively small investment. Each week have three key people you’d like to connect with. Reach out to them, shout them coffee and get talking. Strengthen your relationship with them and you’ll see results whether it from direct business or referrals.

 

2.       RELATIONSHIP MANAGEMENT: Write two ‘thank you’ notes (30 minutes)  

Take the time to write two thank you notes to clients or people in your network for something from last week. Maybe you caught up for coffee, maybe they brought you some business, maybe they reached out to you about something – it could be anything really. Hand written notes are fantastic and I always have some lovely card in my drawer, but if you don’t have the time or capacity to handwrite and post something, a personalised email is fine.

 

3.       SOCIAL MEDIA: Schedule your social media posts for the week (one hour)

Social media becomes a huge time drain if it’s not planned in advance. To save yourself the hassle of remembering to post every day, use a resource like Hootsuite or Latergram to schedule your posts in advance. Take one hour out of your day to do this and other than replying to comments and engaging with followers, you don’t have to think about it again!

 

4.       BRAND POSITIONING: Write a blog (one hour)  

Grab a coffee and get writing. If you don’t, find someone who can write for you! Content is key and by sharing relevant, interesting and valuable insight with your network you’re positioning your brand as a leader in your space and creating a value point in the process. Load it to your website and share on social media.  

 

5.       ADVERTISE: Send an email newsletter to your database (one hour)

If you have a design pre-templated, sending a newsletter is simple. Make the content interesting. It could include a mix of things like your blog, any business promotions, important reminders for your customers, product sales and industry relevant tips and tricks. Schedule it to send on your preferred day and it’s done and dusted!

 

And that’s it! Give it a try next week and tell me what you think. Make marketing manageable and you’ll start to do it well! 

The art of delighting clients - how professional services can make a difference

When it comes to the art of delighting, online retail businesses seem to be a leap ahead of any others. We receive emails to say ‘Happy Birthday, here’s 10% off!’, we receive personalised messages about a purchase we’ve made in the past and in some cases, we still receive snail mail letters from these brands. 

These things all enrich the business-customer relationship and there’s some things that make this easier for the retail sector than any other. Firstly, thanks to customer databases and membership schemes, retail businesses know a lot about us. They know our age, our birthdate, how frequently we shop, how much we spend, what we like to buy, what colours we’re interested in and the list goes on. Couple this with digital integration and having those points of contact with customers is automated, simple and really a no-brainer. 

For other business environments, like professional services, it’s not as simple to a) gather data about your clients and b) seamlessly automate these systems, largely because points of contact are much less frequent. But a well kept secret is that professional services based businesses don’t need to replicate the technology strong retail model for customer and client sweeteners, because they’re much stronger if they use a more traditional model. 

Because our lives are so monopolised by digital communication, when we receive something that isn’t electronic is resonates with us on a different level. It means that someone, somewhere, had to spend precious time out of his or her day to create it, and there’s no bigger delight in life than someone giving up their time for others. 

So how can professional services business reinstate the art of delighting clients and seeing better business relationships as a result? 

Step One: Select 

Firstly, businesses need to select what they’d like to do and there’s plenty of options out there. A few of my favourites for professional services businesses include: 

  • Hand-written letters/notes at holidays or Birthdays 
  • Phone calls every six months to catch up and check in, take notes about what they say so you have talking points and follow ups for the next call 
  • If you use social media for your business, give shout outs to clients when they have achievements or successes congratulating them 
  • If someone has given you a lot of business, a small gift of acknowledgement like sending cupcakes or a restaurant voucher to their workplace is great
  • Always follow up - at the end of a work segment, make contact to ensure any systems or products are being used well and they are seeing results or are happy with the progress
  • Select as many as you feel you can realistically cope with and put together a plan for implementing this. Whether it’s a regular spot each week you block out for ‘delighting’ or a diary reminder for each Birthday, occasion etc. make a plan for how you will action the delights. 

Step Two: Account

Make yourself (or an employee) accountable for delighting. Set a timeline and a review date to monitor a few things;

  • Has it been implemented well? 
  • What feedback have you received? 
  • Has the impact on clients been significant/recognisable? 
  • What can be improved? 

It’s that simple, if you make it a business process and make it a real connection - something that takes time out of your day to improve someone else’s, great things will happen. 

Just make sure it’s real, authentic and you do it from the heart! 

Do you still try to delight your clients? Or do you have an accountant, lawyer or architect who does delighting well? Tell us in the comments…

Think about your customers this way and transform your business!

Every time we post something on social media, send out an email to our database or write a blog post, we're communicating with our clients, our potential clients and our referral networks. I'm sure that most of you reading this believe that you know the perfect way to communicate with them - the right language, the right style and tone, the right information. But what if I told you that there's something else you should factor in... Something that could transform your business. Would you do it? 

During the week I was lucky enough to listen to guest speaker Allison Mooney talk about the four different personality profiles. It was an insightful few hours and to be honest, I learnt things about myself I didn't know. I learnt things about my relationship that I didn't know! But a lot of things do now make sense. 

Alison's insight did get me thinking about one big thing though... Those people we talk to as businesses or brands, we think we know them, but do we really? The world is made up of differing personalities and in our business communications, are we talking to the right ones in the right ways? 

The first thing we need to do in order to answer this question is identify the four different groups. As Alison explained, each have some core traits that make it simple to allocate ourselves or others to. Think about your target market or your ideal customer and where they may belong. 

PLAYFUL 

  • Loud
  • Excitable
  • Life of the party
  • Funny 

 

PEACEFUL 

  • Avoid conflict 
  • Want to encourage unity 
  • Kind 
  • Thoughtful 

 

PRECISE

  • Analytical 
  • Practical
  • Strategic
  • Thoughtful 
  • Observant 

 

POWERFUL 

  • Leaders 
  • Action-based 
  • Strong opinions 
  • Proactive 
  • Lovers of change 

 

So when you think about your customers, where do they fit? If you’re a young, trend focussed fashion brand, it’s the playful and peaceful personalities you probably attract as customers. If you provide a professional service to other businesses, it’s probably the precise and powerful personalities you attract as customers. 

So each customer group is different and this means that the language you use when communicating with them, be it written or visual, needs to be selected carefully. So my advice for businesses is to assess your market and make sure that your communications do the following based on where they belong...

If your customers are playful, be relatable. Be honest and speak with real language as if you’re talking to another person. Social media is fantastic for this, because it gives us a platform to showcase our brand identity and have two-way interactions with customers. Playfuls love people and love to engage, so do this and connect with these people on their level. 

For the peacefuls, avoid intentionally disruptive behaviour. Unless you feel it’s your brand’s place to make a powerful, controversial statement about current affairs, don’t do it. You can ask your community of followers (and be ready for any playfuls and powerfuls to respond) but don’t go looking to be disruptive. The peacefuls will be much more supportive of a brand that doesn’t do this and shows an all-inclusive, nurturing front. 

For the precises, proof read EVERYTHING! Every post no matter where or why needs to be proof read. Use correct language, punctuation and show your integrity and intelligence as a brand. Share statistics, give them knowledge and information and answer their unasked questions. 

For the powerfuls, prove yourself as an inspiring brand and lead your field. If you’re a fashion brand, make the trends and empower your customers. If you’re a technology company, don’t be afraid to pave the way and showcase new, innovative ideas and thoughts. Be a leader in your field and you’ll naturally attract the powerful personalities. 

It's a slightly different way of thinking about your target market, but it can go a long way in building relationships with the right kind of people for your business and brand. 

Where do your customers fit? Are your current customers a different personality profile to your target customers? share your thoughts in the comments below

 

To learn more about Allison and her fantastic practices go to http://allisonmooney.co.nz/pressing-buttons/